중국 웹드라마의 흥행요인에 관한 실증연구

• 영문명: A Study on Determinants of Chinese Web Drama Performance
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 이하일(He-Yi Li) 양옥빈(Yu-Bin Yang) 임성준(Seong-Joon Lim)
• 간행물 정보: 『아태비즈니스연구』제11권 제4호, 83~101쪽, 전체 19쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2020.12.30

영문 초록

Purpose - The purpose of this study is to identify the factors which affect the performance of Chinese web drama. Design/methodology/approach - For empirical investigation, 163 web dramas which were listed in AiQiyi platform were used as the sample. It was hypothesized that number of explanatory variables drawn from previous research, including the power of producing company, and star power of actors and actresses, average length of an episode, genre of the drama, viewer ratings, existence of exclusive SNS account and the use of existing IP, would influence the performance of the drama measured by cumulative hit number. A hierarchical regression analysis is conducted to test hypotheses. Findings - Results show that star power of actors and actresses, average length of an episode, viewer ratings and the use of IP indeed affect the performance of Chinese web drama. Research implications or Originality - As the first empirical study of this kind, this study may help not only domestic but also global participants of fast growing Chinese web drama industry.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 가설도출

Ⅳ. 연구방법 및 결과

Ⅴ. 결론

References

키워드

AiQiyi Chinese Web Drama Industry Web Content Web Drama